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Brand Strategy to increase market share
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Ad: Fair & Handsome
Brand Strategy
An Ad which sells
“Dreams”…..
Changing Lifestyle of Men
Men specially “Youngsters” have started visiting Parlours quiet often.And those who can not afford it, search for alternative measures.
Emami: Fair and Handsome
Survey by Emami on Peoples Perception for a
good looking Man• A survey was conducted by Emami,
to know about a ‘Perception’ that girls like to have a Tall, Dark and Handsome Partner.
• The Result showed that this concept is applicable only in foreign countries.
• Indian girls prefer a Fair Partner or atleast a Man with similar complexion.
Boys• Young • Collage going• Dark Skin
Target
CB: Identify the segment of consumers that have these needs.
Why different creams for Men and Women??? (CB: Need
Arousal)• Girls have Softer skin
compared to boys
• Boys have “Rough” skin compared to girls.
Differentiation• Girls fairness creams
are ineffective on men's skin
• This cream is suitable for men's rough skin
CB: Positioning new products to meet the needs
Now the product comes into the picture…..
• A Fairness Cream,
Only for Men
CB: Developing marketing strategies to ensure the communication.
And the Dream comes true…
• Fair skin for men: only in 4 weeks
CB: Delivery of product benefits
Happy Ending!!!
CB: Satisfaction of Consumer Needs